360 Integrated Campaign
Client: NASCAR
Role: Creative Director | Art Director

Objective
Drive cultural relevance and engagement among Hispanic audiences.

Insight
While car culture is deeply embedded in Hispanic communities, NASCAR lacked emotional connection and representation.

Idea
NASCAR Te Mueve (“NASCAR Moves You”) reframed the sport through emotion, energy, and cultural pride—connecting racing to passion, discipline, and identity.

Execution
Developed a 360 multicultural campaign across TV, digital, and social, including athlete-driven storytelling highlighting the physical and emotional intensity of the sport.

Impact
-Increased engagement within Hispanic audiences
-Strengthened brand affinity and cultural relevance
-Established a long-term multicultural marketing platform